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Are You Ghosting Your Guests Without Even Realizing It?

May 31, 2023

Guests feeling overlooked can lead to frustration and dissatisfaction, ultimately damaging your hotel’s reputation and bottom line

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You might be familiar with the term “ghosting” in the context of dating or job applications. It refers to when someone abruptly stops communicating with you, leaving you without any response or explanation. It’s like they disappear without a trace, being present one day and gone the next. Interestingly, some hotels are unintentionally ghosting their guests without even realizing it.

In today’s competitive hospitality industry, providing exceptional guest service is crucial for the success of your hotel. With the advent of online reviews and social media, guests have become more influential than ever before. One negative experience can tarnish your hotel’s reputation and drive potential guests away. That’s why it’s essential to address a common issue many hotels face: ghosting guests. In this article, we will delve into the concept of ghosting and its impact on your hotel’s guest experience. By implementing effective strategies, you can ensure your hotel stands out from the competition and provides an unforgettable stay for your guests.

What is Ghosting?

Ghosting refers to the phenomenon where hotels fail to engage with their guests before, during, or after their stay. It involves neglecting communication channels, such as ignoring emails, not responding to inquiries, or neglecting feedback. Guests feeling overlooked or undervalued can lead to frustration and dissatisfaction, ultimately damaging your hotel’s reputation and bottom line.

The Impact of Ghosting on Guest Experience

Negative Reviews: Unsatisfied guests are more likely to leave negative reviews on various online platforms, such as Google, TripAdvisor, or social media. These reviews can deter potential customers from choosing your hotel and negatively impact your search rankings.

Customer Loyalty: Engaging with guests throughout their journey fosters a sense of trust and loyalty. When guests receive personalized attention and prompt responses, they are more likely to become repeat customers and recommend your hotel to others.

Competitive Edge: In today’s saturated market, providing exceptional guest experience sets you apart. By avoiding ghosting and prioritizing guest satisfaction, you create a positive reputation that attracts more bookings.

Lost Bookings: One of the major obstacles that hoteliers encounter is the issue of lost bookings. Every missed opportunity means lost revenue and potential customers who may never return.

Strategies to Prevent Ghosting

1. Streamline Communication Channels

Ensure your hotel has transparent and easily accessible communication channels. Display contact information prominently on your website, including phone numbers, email addresses, and social media handles. Respond promptly to inquiries and provide helpful information to prospective guests.

2. Personalize Guest Interactions

Treat each guest as an individual by personalizing your interactions. Address them by name, acknowledge special occasions, and tailor your responses to their needs. This personal touch demonstrates your commitment to exceptional service.

3. Automate Responses

Utilize automation tools and templates to deliver quick responses to common inquiries. While automation shouldn’t replace personalized interactions, it can help manage guest expectations and ensure no message goes unanswered.

4. Active Social Media Presence

Maintain an active presence on social media platforms like Facebook, Instagram, and Twitter. Engage with guests by responding to comments, direct messages, and reviews promptly. Actively share updates about your hotel, promotions, and local attractions to keep guests informed and excited about their upcoming stay.

5. Implement Guest Feedback Systems

Encourage guests to provide feedback during and after their stay. Utilize surveys, online review platforms, or feedback cards to gather valuable insights. Analyze the feedback received and take appropriate action to address any issues raised by guests.

6. Empower Your Staff

Train your staff to prioritize guest satisfaction and effective communication. Provide them with the necessary tools and knowledge to handle guest inquiries promptly and professionally. Encourage a culture of empathy, attentiveness, and problem-solving.

7. Invest in a Booking Recovery Technology

Hotels invest significant time, effort, and resources in attracting potential guests. It’s disheartening when visitors abandon their booking process halfway through or leave without a reservation. RezRecover leverages intelligent retargeting techniques and automation to reach out to visitors who have shown interest in booking but left the website without completing the process. Through personalized and strategically timed email and SMS campaigns, RezRecover engages these guests, reminding them of their unfinished reservations and enticing them to return and complete the booking using high-converting messaging and offers.

Conclusion

By actively addressing the issue of ghosting and prioritizing guest satisfaction, your hotel can gain a competitive edge in the hospitality industry. Remember, providing exceptional service goes beyond delivering a comfortable room; it requires consistent engagement and personalized interactions before, during, and after the stay. Investing in RezRecover is not just an investment in recovering lost bookings; it’s an investment in your hotel’s long-term success and profitability. Keep potential guests from slipping through the cracks. Take control of your booking process and join the ranks of successful hotels that have benefited from RezRecover.

Embrace the strategies outlined in this article to create memorable experiences for your guests, earn their loyalty, and solidify your hotel’s reputation. With RezRecover as your partner, you can stay ahead of the competition and achieve greater success in the ever-evolving world of hospitality.